We surveyed more than 11,000 consumers in nine countries across the globe to better understand the evolution of in-store Customer Experience. More specifically, we wanted to better understand why consumers might choose brick & mortar over online, what they most enjoy (and don’t enjoy) about the in-store experience and what most motivates or influences them in the physical store.
The State of Brick & Mortar: 2017 also explores the influence of a store’s atmosphere – including music – on the overall shopping experience as well as how consumers are using their mobile devices while shopping.
Select highlights from the study, particularly regarding results from US consumer respondents, include:
Consumers greatly value the tactile nature of offline shopping: 72 percent of US consumers cite “the ability to touch, feel and try products” as their top reason for shopping brick & mortar. This lines up with global results, with 78 percent of consumers surveyed worldwide citing this as their number one reason for shopping in-store.
In-store frustrations remain: Waiting in line is the top in-store frustration for US shoppers, at 60 percent, with items or sizes being out of stock coming in second (at 47 percent). One way to combat this? Of those surveyed in the US, 77 percent say waiting in line is less dull if music is playing.
Music is a crucial ingredient: If a store is playing music, 84 percent of US consumers cite that “the shopping experience is more enjoyable,” 81 percent say that their “mood is lifted,” and 70 percent express that they “feel like it’s a brand they can relate and connect to.”
Consumers want to be a part of the in-store experience: Nearly half of US respondents (46 percent) confirmed that they would like to be able to influence the music playing in-store.
Most impulse buys aren’t triggered by accident: When it comes to making unplanned purchases, 54 percent of Americans cite that “discounts and promotions” most influence their impulse buys, while 37 percent cite “feeling in the right mood” as their top driver.
Mobile devices are increasingly used as shopping tools: Fifty percent of US consumers surveyed would like to receive immediately redeemable discounts pushed to their phones while in-store. Interest in receiving among 18-24 year olds came in even higher, at 67 percent.
Atmosphere matters: In the US, those aged 18-24 rate the “atmosphere and experience” to be more important than any other age group, with 1 in 3 citing it as a top reason they choose in-store over online shopping.
A branded atmosphere with attention to detail matters: When music is partnered with visuals and scent to create a branded in-store atmosphere, 59 percent of Americans surveyed say they’re more likely to “revisit” (72 percent of those aged 18-24), and 54 percent say they’re more likely to “recommend the place to others” (65 percent of those aged 18-24). Furthermore, 60 percent of 18-24 year olds cited that an enjoyable, branded in-store atmosphere would make them more likely to “stay (and shop) in the store longer.”
– Submitted by Scott Moore, Marketing